Digital marketing trends small businesses need to follow in 2021
Digital marketing strategies must include engaging your B2B, B2C, and B2B2C audience with targeted social media marketing. Each social media platform works a bit differently and digital strategies are in constant flux. These best practices will get you heading in the right direction.
Know Where To Find Your Demographic
No, you shouldn’t join every social media channel out there as it’s too many to manage. When it comes to social media you must first identify where your demographics are online. You may not even need a presence on all top channels, Facebook, Twitter, LinkedIn, Instagram, and Snapchat. If you serve a vast range of demographics you may utilize some social media channels to target a smaller segment. For example, 80% of TikToc users are ages 16 to 34 with 60% of users being Gen Z. So, you may focus most of your time and budget on Facebook but utilize TikToc for your younger demographic.
Create A Strategy
One of the top mistakes business owners make is to post to their company social profiles without a strategy in place. However, posting is not the same thing as marketing. This can be a bit confusing as many of us utilize social media daily, but how we use social media personally has little to do with how we utilize the sites we know and love to market our businesses. A strategy must include posting content that engages your current followers and attracts more followers. Sales-heavy content doesn’t achieve this goal so your marketing campaign must be built with data-driven strategies. The goal is to add value and connect personally or professionally, not just post about your product or service—another common social media marketing mistake.
Define Measurable Social Media Marketing Targets
There are many ways to measure the ROI of your social media campaigns. From growing your audience to increased brand awareness, increased engagement, lead generation, increased website traffic, and increased sales. This means that every ad you create should focus on one or more of these targets. For example, a start-up will focus initially on brand awareness and increased engagement while a more established business will focus more on driving traffic to their website, capturing leads, and boosting sales. Each goal requires a different mindset and measurable ROI.
Retargeting
Retargeting is one of the most powerful ways to utilize social media. Statistics show that 96% of website visitors won’t make a purchase the first time they visit your site and will need to engage with you between 4 to 7 more times before they strongly consider taking things to the next level. This might mean reaching out directly, opting-in to your email marketing, or making a purchase. Retargeting empowers you to reach those who are still on the fence. For example, you can create a Facebook ad that will populate only in the feed of those who have visited your website in the last 3 months. Whether they are a new or returning consumer, this keeps your business top of mind, accelerating the rate at which you convert.
You Don’t Have To Go It Alone!
Social media marketing can be overwhelming as there is so much to learn and strategies are always evolving—but you don’t have to go it alone. Time is your most valuable asset, so invest it doing what you do best, serving your customers and growing your business. When it comes to digital and social media marketing we invite you to partner with LN & Company. We take a technology-driven and measurable approach to hyper-segmenting and targeting your demographics.
